International Marketing ReviewTable of Contents for International Marketing Review. List of articles from the current issue, including Just Accepted (EarlyCite)https://www.emerald.com/insight/publication/issn/0265-1335/vol/41/iss/7?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestInternational Marketing ReviewEmerald Publishing LimitedInternational Marketing ReviewInternational Marketing Reviewhttps://www.emerald.com/insight/proxy/containerImg?link=/resource/publication/journal/674bc7351b4ecd7b8663cf2ec67de59d/urn:emeraldgroup.com:asset:id:binary:imr.cover.jpghttps://www.emerald.com/insight/publication/issn/0265-1335/vol/41/iss/7?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestAcculturating again: Taiwanese migrants' enduring COVID-19 coping paradox in the UKhttps://www.emerald.com/insight/content/doi/10.1108/IMR-09-2022-0196/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThe COVID-19 pandemic has caused severe challenges to ethnic minorities in the UK. While the experiences of migrants are both complex and varied depending on individuals' social class, race, cultural proximity to the host country and acculturation levels, more in-depth studies are necessary to fully understand how COVID-19 affects specific migrant groups and their health. Taiwanese migrants were selected because they are an understudied group. Also, there were widespread differences in pandemic management between the UK and Taiwan, making this group an ideal case for understanding how their acculturation journey can be disrupted by a crisis. Qualitative data were collected at two different time points, at the start of the UK pandemic (March/April 2020) and six months on (October/November 2020), to explore migrant coping experiences over time. Theoretically, the authors apply acculturation theory through the lens of coping, while discussing health-consumption practices, as empirical evidence. Before the outbreak of the pandemic, participants worked hard to achieve high levels of integration in the UK. The pandemic changed this; participants faced unexpected changes in the UK’s sociocultural structures. They were forced to exercise the layered and complex “coping with coping” in a hostile host environment that signalled their new marginalised status. They faced impossible choices, from catching a life-threatening disease to being seen as overly cautious. Such experience, over time, challenged their integration to the host country, resulting in a loss of faith in the UK’s health system, consequently increasing separation from the host culture and society. It is important to note that the Taiwanese sample recruited through Facebook community groups is biased and has a high level of homogeneity. These participants were well-integrated, middle-class migrants who were highly educated, relatively resourceful and active on social media. More studies are needed to fully understand the impact on well-being and acculturation of migrants from different cultural, contextual and social backgrounds. This being the case, the authors can speculate that migrants with less resource are likely to have found the pandemic experience even more challenging. More studies are needed to fully understand migrant experience from different backgrounds. Public health policymakers are advised to dedicate more resources to understand migrants' experiences in the host country. In particular, this paper has shown how separation, especially if embraced temporarily, is not necessarily a negative outcome to be corrected with specific policies. It can be strategically adopted by migrants as a way of defending their health and well-being from an increasingly hostile environment. Migrants' home country experience provides vicarious learning opportunities to acquire good practices. Their voices should be encouraged rather than in favour of a surprising orthodox and rather singular approach in the discussion of public health management. The paper has clear public health policy implications. Firstly, public health policymakers are advised to dedicate more resources to understand migrants' experiences in the host country. Acknowledging migrants' voice is a critical first step to contribute to the development of a fair and inclusive society. Secondly, to retain skilful migrants and avoid a future brain-drain, policymakers are advised to advance existing infrastructure to provide more incentives to support and retain migrant talents in the post-pandemic recovery phase. This paper reveals how a group of previously well-integrated migrants had to exercise “coping with coping” during the COVID crisis. This experience, over time, challenged their integration to the host country, resulting in a loss of faith in the UK’s health system, consequently increasing separation from the host culture and society. It contributes to the understanding of acculturation by showing how a such crisis can significantly disrupt migrants' acculturation journey, challenging them to re-acculturate and reconsider their identity stance. It shows how separation was indeed a good option for migrants for protecting their well-being from a newly hostile host environment.Acculturating again: Taiwanese migrants' enduring COVID-19 coping paradox in the UK
Dorothy Ai-wan Yen, Benedetta Cappellini, Jane Denise Hendy, Ming-Yao Jen
International Marketing Review, Vol. 41, No. 7, pp.1-22

The COVID-19 pandemic has caused severe challenges to ethnic minorities in the UK. While the experiences of migrants are both complex and varied depending on individuals' social class, race, cultural proximity to the host country and acculturation levels, more in-depth studies are necessary to fully understand how COVID-19 affects specific migrant groups and their health. Taiwanese migrants were selected because they are an understudied group. Also, there were widespread differences in pandemic management between the UK and Taiwan, making this group an ideal case for understanding how their acculturation journey can be disrupted by a crisis.

Qualitative data were collected at two different time points, at the start of the UK pandemic (March/April 2020) and six months on (October/November 2020), to explore migrant coping experiences over time. Theoretically, the authors apply acculturation theory through the lens of coping, while discussing health-consumption practices, as empirical evidence.

Before the outbreak of the pandemic, participants worked hard to achieve high levels of integration in the UK. The pandemic changed this; participants faced unexpected changes in the UK’s sociocultural structures. They were forced to exercise the layered and complex “coping with coping” in a hostile host environment that signalled their new marginalised status. They faced impossible choices, from catching a life-threatening disease to being seen as overly cautious. Such experience, over time, challenged their integration to the host country, resulting in a loss of faith in the UK’s health system, consequently increasing separation from the host culture and society.

It is important to note that the Taiwanese sample recruited through Facebook community groups is biased and has a high level of homogeneity. These participants were well-integrated, middle-class migrants who were highly educated, relatively resourceful and active on social media. More studies are needed to fully understand the impact on well-being and acculturation of migrants from different cultural, contextual and social backgrounds. This being the case, the authors can speculate that migrants with less resource are likely to have found the pandemic experience even more challenging. More studies are needed to fully understand migrant experience from different backgrounds.

Public health policymakers are advised to dedicate more resources to understand migrants' experiences in the host country. In particular, this paper has shown how separation, especially if embraced temporarily, is not necessarily a negative outcome to be corrected with specific policies. It can be strategically adopted by migrants as a way of defending their health and well-being from an increasingly hostile environment. Migrants' home country experience provides vicarious learning opportunities to acquire good practices. Their voices should be encouraged rather than in favour of a surprising orthodox and rather singular approach in the discussion of public health management.

The paper has clear public health policy implications. Firstly, public health policymakers are advised to dedicate more resources to understand migrants' experiences in the host country. Acknowledging migrants' voice is a critical first step to contribute to the development of a fair and inclusive society. Secondly, to retain skilful migrants and avoid a future brain-drain, policymakers are advised to advance existing infrastructure to provide more incentives to support and retain migrant talents in the post-pandemic recovery phase.

This paper reveals how a group of previously well-integrated migrants had to exercise “coping with coping” during the COVID crisis. This experience, over time, challenged their integration to the host country, resulting in a loss of faith in the UK’s health system, consequently increasing separation from the host culture and society. It contributes to the understanding of acculturation by showing how a such crisis can significantly disrupt migrants' acculturation journey, challenging them to re-acculturate and reconsider their identity stance. It shows how separation was indeed a good option for migrants for protecting their well-being from a newly hostile host environment.

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Acculturating again: Taiwanese migrants' enduring COVID-19 coping paradox in the UK10.1108/IMR-09-2022-0196International Marketing Review2023-12-26© 2023 Dorothy Ai-wan Yen, Benedetta Cappellini, Jane Denise Hendy and Ming-Yao JenDorothy Ai-wan YenBenedetta CappelliniJane Denise HendyMing-Yao JenInternational Marketing Review4172023-12-2610.1108/IMR-09-2022-0196https://www.emerald.com/insight/content/doi/10.1108/IMR-09-2022-0196/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2023 Dorothy Ai-wan Yen, Benedetta Cappellini, Jane Denise Hendy and Ming-Yao Jenhttp://creativecommons.org/licences/by/4.0/legalcode
Triadic multilevel psychic distance in firm internationalizationhttps://www.emerald.com/insight/content/doi/10.1108/IMR-07-2022-0176/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThis study focuses on the triadic multilevel psychic distance (MPD) between the firm, target market and bridge-maker and its consequences for firm internationalization. Specifically, it spotlights the triadic psychic distance between firms, the levels of psychic distance in the target market (country and business) and the bridge-maker. Therefore, this study examines the triadic MPD among these three entities and its impact on firm internationalization. This study uses qualitative and case study research approaches. It is based on 8 case companies and 24 internationalization cases. Secondary data were collected, and interviews with bridge-makers and industry experts were conducted. The study found that MPD appeared in the triad. The MPD between firms and markets is related to country-specific differences and business difficulties. The MPD between the firm and the bridge-maker is based on the latter’s lack of knowledge vis-à-vis bridging the firm’s MPD. Finally, the MPD between bridge-makers and the market is based on the former’s lack of knowledge of the home country’s business difficulties. This is the first study to develop and adopt a triadic multilevel psychic distance conceptualization that provides evidence for and sheds light on the triadic MPD and its effect on firm internationalization. This study identifies the reasons behind triadic MPD in connection to firm internationalization. Notably, firm internationalization is interdependent on the triadic MPD setting between the firm, bridge-maker and target market. It has theoretical value and contributes to the recent advancement in the understanding of MPD in international marketing literature.Triadic multilevel psychic distance in firm internationalization
Aswo Safari
International Marketing Review, Vol. 41, No. 7, pp.23-58

This study focuses on the triadic multilevel psychic distance (MPD) between the firm, target market and bridge-maker and its consequences for firm internationalization. Specifically, it spotlights the triadic psychic distance between firms, the levels of psychic distance in the target market (country and business) and the bridge-maker. Therefore, this study examines the triadic MPD among these three entities and its impact on firm internationalization.

This study uses qualitative and case study research approaches. It is based on 8 case companies and 24 internationalization cases. Secondary data were collected, and interviews with bridge-makers and industry experts were conducted.

The study found that MPD appeared in the triad. The MPD between firms and markets is related to country-specific differences and business difficulties. The MPD between the firm and the bridge-maker is based on the latter’s lack of knowledge vis-à-vis bridging the firm’s MPD. Finally, the MPD between bridge-makers and the market is based on the former’s lack of knowledge of the home country’s business difficulties.

This is the first study to develop and adopt a triadic multilevel psychic distance conceptualization that provides evidence for and sheds light on the triadic MPD and its effect on firm internationalization. This study identifies the reasons behind triadic MPD in connection to firm internationalization. Notably, firm internationalization is interdependent on the triadic MPD setting between the firm, bridge-maker and target market. It has theoretical value and contributes to the recent advancement in the understanding of MPD in international marketing literature.

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Triadic multilevel psychic distance in firm internationalization10.1108/IMR-07-2022-0176International Marketing Review2024-01-02© 2023 Aswo SafariAswo SafariInternational Marketing Review4172024-01-0210.1108/IMR-07-2022-0176https://www.emerald.com/insight/content/doi/10.1108/IMR-07-2022-0176/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2023 Aswo Safarihttp://creativecommons.org/licences/by/4.0/legalcode
Consumer xenocentrism when domestic products are betterhttps://www.emerald.com/insight/content/doi/10.1108/IMR-01-2023-0007/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestDrawing on cue utilization theory and the theory of motivated reasoning, we investigate the impact of consumer xenocentrism on product preferences in a situation where domestic products objectively outperform their foreign counterparts. We develop and test a model linking xenocentrism to consumers’ preference towards domestic vs. foreign products by (1) examining the mediating role of consumers’ ability to identify the superior product and (2) assessing the role of product involvement in potentially moderating this relationship. An experimental design was employed, whereby respondents (Thai consumers, N = 579) were asked to compare two products in the same product category, one foreign and one domestic. In one condition, the foreign product outperformed the domestic one on a range of relevant product attributes, whereas in a second condition, the opposite was the case. Our findings provide clear evidence that xenocentric consumers often cannot recognize the superiority of domestic products and, even if they do, they still exhibit preferences toward (inferior) foreign products. Thus, for xenocentric consumers, it seems that the country of origin (COO) overrides other cues and often results in suboptimal product choices. Our study adds to our theoretical understanding of the functioning of the consumer xenocentrism construct and has important implications for foreign companies targeting xenocentric consumers as well as for local firms seeking to counteract xenocentric tendencies.Consumer xenocentrism when domestic products are better
Amonrat Thoumrungroje, Adamantios Diamantopoulos, Nathalie Caroline Scherer
International Marketing Review, Vol. ahead-of-print, No. ahead-of-print, pp.-

Drawing on cue utilization theory and the theory of motivated reasoning, we investigate the impact of consumer xenocentrism on product preferences in a situation where domestic products objectively outperform their foreign counterparts.

We develop and test a model linking xenocentrism to consumers’ preference towards domestic vs. foreign products by (1) examining the mediating role of consumers’ ability to identify the superior product and (2) assessing the role of product involvement in potentially moderating this relationship. An experimental design was employed, whereby respondents (Thai consumers, N = 579) were asked to compare two products in the same product category, one foreign and one domestic. In one condition, the foreign product outperformed the domestic one on a range of relevant product attributes, whereas in a second condition, the opposite was the case.

Our findings provide clear evidence that xenocentric consumers often cannot recognize the superiority of domestic products and, even if they do, they still exhibit preferences toward (inferior) foreign products. Thus, for xenocentric consumers, it seems that the country of origin (COO) overrides other cues and often results in suboptimal product choices.

Our study adds to our theoretical understanding of the functioning of the consumer xenocentrism construct and has important implications for foreign companies targeting xenocentric consumers as well as for local firms seeking to counteract xenocentric tendencies.

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Consumer xenocentrism when domestic products are better10.1108/IMR-01-2023-0007International Marketing Review2024-03-18© 2024 Emerald Publishing LimitedAmonrat ThoumrungrojeAdamantios DiamantopoulosNathalie Caroline SchererInternational Marketing Reviewahead-of-printahead-of-print2024-03-1810.1108/IMR-01-2023-0007https://www.emerald.com/insight/content/doi/10.1108/IMR-01-2023-0007/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2024 Emerald Publishing Limited
The influence of luxury brand personality on digital interaction evaluations: a focus on European and North American marketshttps://www.emerald.com/insight/content/doi/10.1108/IMR-02-2022-0044/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestDo luxury consumers negatively evaluate digital interactions (website and social media) by international luxury brands? The topic has received much debate. The authors argue that luxury brand personality (modern vs. traditional), which encompasses a more stable form of brand identity in global markets, affects evaluations of digital interactions. They further investigate the role of self-brand connection in this process. Three experiments on Prolific use a European sample and manipulate a single factor between subjects (modernity: less vs. more; traditionality: less vs. more) of French luxury brands and measure evaluations as the dependent variable. Two studies assesses self-brand connection (continuous) as a moderator (studies 2a, 2b). Study 2b rules out some alternative explanations, with culture (independent vs. collectivist) as an independent variable. A fourth study, using a North American sample on CloudResearch, assesses the effect of personality manipulation (more modernity vs. more traditionality) on consumer evaluations of an Italian brand, and assesses ubiquity perceptions as a mediator. Consumers evaluate digital interactions of international luxury brands less favorably when luxury brand personality exhibits more (vs. less) modernity or less (vs. more) traditionality. Perceptions of ubiquity mediate these relationships. When self-brand connection is high, this effect is attenuated. The research sheds light on the debate on whether luxury brands should create digital interactions in international markets, given that these global brands operate in multiple channels. Findings show that luxury brands can develop strategies based on aspects of their brand identity, a less malleable feature of brand identity within global markets. Additionally, the research contributes to the conversation about a global luxury market. In short, the findings offer evidence in favor of brand identity (personality) influencing the digital channel strategy a brand should undertake in international markets, first, followed by consumer needs.The influence of luxury brand personality on digital interaction evaluations: a focus on European and North American markets
Kirsten Cowan, Alena Kostyk
International Marketing Review, Vol. ahead-of-print, No. ahead-of-print, pp.-

Do luxury consumers negatively evaluate digital interactions (website and social media) by international luxury brands? The topic has received much debate. The authors argue that luxury brand personality (modern vs. traditional), which encompasses a more stable form of brand identity in global markets, affects evaluations of digital interactions. They further investigate the role of self-brand connection in this process.

Three experiments on Prolific use a European sample and manipulate a single factor between subjects (modernity: less vs. more; traditionality: less vs. more) of French luxury brands and measure evaluations as the dependent variable. Two studies assesses self-brand connection (continuous) as a moderator (studies 2a, 2b). Study 2b rules out some alternative explanations, with culture (independent vs. collectivist) as an independent variable. A fourth study, using a North American sample on CloudResearch, assesses the effect of personality manipulation (more modernity vs. more traditionality) on consumer evaluations of an Italian brand, and assesses ubiquity perceptions as a mediator.

Consumers evaluate digital interactions of international luxury brands less favorably when luxury brand personality exhibits more (vs. less) modernity or less (vs. more) traditionality. Perceptions of ubiquity mediate these relationships. When self-brand connection is high, this effect is attenuated.

The research sheds light on the debate on whether luxury brands should create digital interactions in international markets, given that these global brands operate in multiple channels. Findings show that luxury brands can develop strategies based on aspects of their brand identity, a less malleable feature of brand identity within global markets. Additionally, the research contributes to the conversation about a global luxury market. In short, the findings offer evidence in favor of brand identity (personality) influencing the digital channel strategy a brand should undertake in international markets, first, followed by consumer needs.

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The influence of luxury brand personality on digital interaction evaluations: a focus on European and North American markets10.1108/IMR-02-2022-0044International Marketing Review2023-12-06© 2023 Emerald Publishing LimitedKirsten CowanAlena KostykInternational Marketing Reviewahead-of-printahead-of-print2023-12-0610.1108/IMR-02-2022-0044https://www.emerald.com/insight/content/doi/10.1108/IMR-02-2022-0044/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2023 Emerald Publishing Limited
Actors' facial similarity and its impact on US movies' box-office performance in East and South-East Asiahttps://www.emerald.com/insight/content/doi/10.1108/IMR-06-2023-0118/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestAnecdotal evidence suggests that casting actors with similar facial features in a movie can pose challenges in foreign markets, hindering the audience's ability to recognize and remember characters. Extending developments in the literature on the cross-race effect, we hypothesize that facial similarity – the extent to which the actors starring in a movie share similar facial features – will reduce the country-level box-office performance of US movies in East and South-East Asia (ESEA) countries. We assembled data from various secondary data sources on US non-animation movies (2012–2021) and their releases in ESEA countries. Combining the data resulted in a cross-section of 2,616 movie-country observations. Actors' facial similarity in a US movie's cast reduces its box-office performance in ESEA countries. This effect is weakened as immigration in the country, internet penetration in the country and star power increase and strengthened as cast size increases. This first study on the effects of cast's facial similarity on box-office performance represents a novel extension to the growing literature on the antecedents of movies' box-office performance by being at the intersection of the two literature streams on (1) the box-office effects of cast characteristics and (2) the antecedents, in general, of box-office performance in the ESEA region.Actors' facial similarity and its impact on US movies' box-office performance in East and South-East Asia
Verdiana Giannetti, Jieke Chen, Xingjie Wei
International Marketing Review, Vol. ahead-of-print, No. ahead-of-print, pp.-

Anecdotal evidence suggests that casting actors with similar facial features in a movie can pose challenges in foreign markets, hindering the audience's ability to recognize and remember characters. Extending developments in the literature on the cross-race effect, we hypothesize that facial similarity – the extent to which the actors starring in a movie share similar facial features – will reduce the country-level box-office performance of US movies in East and South-East Asia (ESEA) countries.

We assembled data from various secondary data sources on US non-animation movies (2012–2021) and their releases in ESEA countries. Combining the data resulted in a cross-section of 2,616 movie-country observations.

Actors' facial similarity in a US movie's cast reduces its box-office performance in ESEA countries. This effect is weakened as immigration in the country, internet penetration in the country and star power increase and strengthened as cast size increases.

This first study on the effects of cast's facial similarity on box-office performance represents a novel extension to the growing literature on the antecedents of movies' box-office performance by being at the intersection of the two literature streams on (1) the box-office effects of cast characteristics and (2) the antecedents, in general, of box-office performance in the ESEA region.

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Actors' facial similarity and its impact on US movies' box-office performance in East and South-East Asia10.1108/IMR-06-2023-0118International Marketing Review2024-03-20© 2024 Emerald Publishing LimitedVerdiana GiannettiJieke ChenXingjie WeiInternational Marketing Reviewahead-of-printahead-of-print2024-03-2010.1108/IMR-06-2023-0118https://www.emerald.com/insight/content/doi/10.1108/IMR-06-2023-0118/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2024 Emerald Publishing Limited
How local dealers benefit from their international participation: evidence from Africahttps://www.emerald.com/insight/content/doi/10.1108/IMR-06-2023-0127/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestAlthough the prior literature has identified the relevance of dealer participation for multinational enterprises (MNEs), it is unclear whether such participation could also be an important means for local dealers to learn from MNEs. By adopting local firms’ viewpoint, our study draws on organizational learning theory to examine how local dealers benefit from their participation with foreign suppliers in Africa. The empirical setting is a combinative dataset of secondary data and primary survey of 164 small- and medium-sized local dealers with nine subsidiaries of a Chinese motorcycle company in six countries of Sub-Saharan Africa. This research shows that dealer participation is positively associated with dealer performance, and this positive effect is stronger when local dealers operate in regions with low government corruption and high government support. However, the positive relationship is weaker when local dealers use the local tongue extensively but becomes stronger when their foreign suppliers have a high dealer coverage. By taking a local-participant perspective, our study extends the participation literature to show how firms from a resource-constrained region may benefit from their proactive participation with foreign counterparts. Additionally, we identify the boundary conditions of institutional factors and strategic choices of local dealers and foreign suppliers, providing a nuanced understanding of firm behaviors in complex and uncertain markets.How local dealers benefit from their international participation: evidence from Africa
Lian Zhang, Qingtao Wang, Qiyuan Zhang, Kevin Zheng Zhou
International Marketing Review, Vol. ahead-of-print, No. ahead-of-print, pp.-

Although the prior literature has identified the relevance of dealer participation for multinational enterprises (MNEs), it is unclear whether such participation could also be an important means for local dealers to learn from MNEs. By adopting local firms’ viewpoint, our study draws on organizational learning theory to examine how local dealers benefit from their participation with foreign suppliers in Africa.

The empirical setting is a combinative dataset of secondary data and primary survey of 164 small- and medium-sized local dealers with nine subsidiaries of a Chinese motorcycle company in six countries of Sub-Saharan Africa.

This research shows that dealer participation is positively associated with dealer performance, and this positive effect is stronger when local dealers operate in regions with low government corruption and high government support. However, the positive relationship is weaker when local dealers use the local tongue extensively but becomes stronger when their foreign suppliers have a high dealer coverage.

By taking a local-participant perspective, our study extends the participation literature to show how firms from a resource-constrained region may benefit from their proactive participation with foreign counterparts. Additionally, we identify the boundary conditions of institutional factors and strategic choices of local dealers and foreign suppliers, providing a nuanced understanding of firm behaviors in complex and uncertain markets.

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How local dealers benefit from their international participation: evidence from Africa10.1108/IMR-06-2023-0127International Marketing Review2024-01-30© 2024 Emerald Publishing LimitedLian ZhangQingtao WangQiyuan ZhangKevin Zheng ZhouInternational Marketing Reviewahead-of-printahead-of-print2024-01-3010.1108/IMR-06-2023-0127https://www.emerald.com/insight/content/doi/10.1108/IMR-06-2023-0127/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2024 Emerald Publishing Limited
Platform success in the international marketplace: reconfiguring digital resources for marketing agilityhttps://www.emerald.com/insight/content/doi/10.1108/IMR-08-2023-0199/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThis paper explores how platforms reconfigure versatile digital resources to achieve marketing agility in international markets. We draw on a case study of a Chinese digital platform to explore the processes and mechanisms of reconfiguring during marketing agility development. Data from different sources are collected, including interviews, informal dialogue and archival data. Versatile digital resources create productive applications for previously less amendable marketing and nonmarketing resources to be malleable, editable and reconfigurable in marketing agility development. This study identifies and clarifies three versatile digital resource-enabled reconfiguration activities in marketing agility building: recombining digital artifacts, repurposing human capital and cross-pollinating markets. Since our study adopts a case study method, future research can extend our insights by using quantitative methods to test and verify our theoretical framework. First, we provide insights into how organizations can reconfigure versatile digital resources to achieve the benefits of marketing agility in international markets. Second, while recruiting new employees during internationalization is vital, we suggest that assisted by digital artifacts, firms can repurpose the existing workforce, such as via multitasking, swift task-switching and flexible job redirecting to satisfy dynamic international business requirements with lower adjustment costs. Third, we offer two localization approaches in which firms can use digital artifacts as the enabler to remix sociocultural elements with local adaptations to develop glocal content and decentralize content production to generate inclusive local content. We provide a process model that specifies how platforms reconfigure versatile digital resources to achieve marketing agility in international markets. Furthermore, we provide novel insights into the literature on marketing agility in international markets and localization.Platform success in the international marketplace: reconfiguring digital resources for marketing agility
Chenchen Weng, Martin J. Liu, Dandan Ye, Jimmy Huang, Paul C.Y. Liu
International Marketing Review, Vol. ahead-of-print, No. ahead-of-print, pp.-

This paper explores how platforms reconfigure versatile digital resources to achieve marketing agility in international markets.

We draw on a case study of a Chinese digital platform to explore the processes and mechanisms of reconfiguring during marketing agility development. Data from different sources are collected, including interviews, informal dialogue and archival data.

Versatile digital resources create productive applications for previously less amendable marketing and nonmarketing resources to be malleable, editable and reconfigurable in marketing agility development. This study identifies and clarifies three versatile digital resource-enabled reconfiguration activities in marketing agility building: recombining digital artifacts, repurposing human capital and cross-pollinating markets.

Since our study adopts a case study method, future research can extend our insights by using quantitative methods to test and verify our theoretical framework.

First, we provide insights into how organizations can reconfigure versatile digital resources to achieve the benefits of marketing agility in international markets. Second, while recruiting new employees during internationalization is vital, we suggest that assisted by digital artifacts, firms can repurpose the existing workforce, such as via multitasking, swift task-switching and flexible job redirecting to satisfy dynamic international business requirements with lower adjustment costs. Third, we offer two localization approaches in which firms can use digital artifacts as the enabler to remix sociocultural elements with local adaptations to develop glocal content and decentralize content production to generate inclusive local content.

We provide a process model that specifies how platforms reconfigure versatile digital resources to achieve marketing agility in international markets. Furthermore, we provide novel insights into the literature on marketing agility in international markets and localization.

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Platform success in the international marketplace: reconfiguring digital resources for marketing agility10.1108/IMR-08-2023-0199International Marketing Review2024-02-20© 2024 Emerald Publishing LimitedChenchen WengMartin J. LiuDandan YeJimmy HuangPaul C.Y. LiuInternational Marketing Reviewahead-of-printahead-of-print2024-02-2010.1108/IMR-08-2023-0199https://www.emerald.com/insight/content/doi/10.1108/IMR-08-2023-0199/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2024 Emerald Publishing Limited
Different countries, different institutions: how do brand-oriented SMEs leverage branding capabilities to boost export performance?https://www.emerald.com/insight/content/doi/10.1108/IMR-08-2023-0207/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThis study aims to develop a moderated mediation model that enables the examination of the direct relationship between brand orientation (BO) and export performance, the mediating effects of external and internal branding capabilities on the BO-export performance link, and the moderating influence of institutional environment, i.e. regulatory turbulence and policy support. A time-lag primary data was collected from two-wave survey of 684 cross-industry exporting small and medium-sized enterprises (SMEs) using an online-email based survey technique, and the research model was validated using ordinary least squares regression analysis in SPSSV.27 and Hayes’ PROCESS macroV.2.13. Regression findings indicate that the relationship between BO and export performance is not direct, but rather mediated by means of both external and internal branding capabilities. It further helps to uncover the dual role of institutional environment, with regulatory turbulence weakening and policy support strengthening the indirect influences of BO on export performance via external and internal branding capabilities. This study advances branding literature by conceptualizing and empirically testing the role of BO associated with internal and external branding capabilities and, subsequently, with export performance. The research findings indicate that brand-oriented SMEs must actively engage in the development of branding capabilities to improve their export performance. While brand creation is essential for the success and growth of SMEs competing in the worldwide marketplaces, there is a dearth of research explaining the underlying mechanisms and boundary conditions through which BO influences export performance.Different countries, different institutions: how do brand-oriented SMEs leverage branding capabilities to boost export performance?
Piyush Ranjan
International Marketing Review, Vol. ahead-of-print, No. ahead-of-print, pp.-

This study aims to develop a moderated mediation model that enables the examination of the direct relationship between brand orientation (BO) and export performance, the mediating effects of external and internal branding capabilities on the BO-export performance link, and the moderating influence of institutional environment, i.e. regulatory turbulence and policy support.

A time-lag primary data was collected from two-wave survey of 684 cross-industry exporting small and medium-sized enterprises (SMEs) using an online-email based survey technique, and the research model was validated using ordinary least squares regression analysis in SPSSV.27 and Hayes’ PROCESS macroV.2.13.

Regression findings indicate that the relationship between BO and export performance is not direct, but rather mediated by means of both external and internal branding capabilities. It further helps to uncover the dual role of institutional environment, with regulatory turbulence weakening and policy support strengthening the indirect influences of BO on export performance via external and internal branding capabilities.

This study advances branding literature by conceptualizing and empirically testing the role of BO associated with internal and external branding capabilities and, subsequently, with export performance.

The research findings indicate that brand-oriented SMEs must actively engage in the development of branding capabilities to improve their export performance.

While brand creation is essential for the success and growth of SMEs competing in the worldwide marketplaces, there is a dearth of research explaining the underlying mechanisms and boundary conditions through which BO influences export performance.

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Different countries, different institutions: how do brand-oriented SMEs leverage branding capabilities to boost export performance?10.1108/IMR-08-2023-0207International Marketing Review2024-03-25© 2024 Emerald Publishing LimitedPiyush RanjanInternational Marketing Reviewahead-of-printahead-of-print2024-03-2510.1108/IMR-08-2023-0207https://www.emerald.com/insight/content/doi/10.1108/IMR-08-2023-0207/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2024 Emerald Publishing Limited
Hybrid business offerings in small internationalisers: a mixed-method analysis of internal capabilities through hesitant fuzzy informationhttps://www.emerald.com/insight/content/doi/10.1108/IMR-11-2021-0341/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestIn this research, the initial list of internal capabilities in small and medium-sized enterprises (SMEs) leading to success in international markets has been extracted. Then, the most relevant capabilities to international SMEs under servitisation and hybrid offerings have been screened. Next, the selected capabilities have been classified, and ultimately the relationship amongst the capabilities has been analysed. The conceptual model for SMEs participating in international markets with hybrid offerings has been illustrated. A literature review has been employed to extract the initial list of internal capabilities to address the research objectives. Then, a novel hesitant fuzzy Delphi (HFD) method has been developed to select the most relevant capabilities for SMEs for hybrid offerings in international markets by using the experts opinions. Subsequently, a novel hesitant fuzzy interpretive structural modelling (HFISM) has been developed to classify the capabilities, design a level-based conceptual model and present the relationship amongst the prominent capabilities. After the literature review, sixteen internal capabilities leading to success in the international market via hybrid offerings have been extracted. Then, eight selected capabilities were chosen for further investigation by applying 15 expert opinions and via the HFD approach. According to HFISM results, a level-based conceptual model was emanated, and “ability to take advantage of international opportunities”, “financial strength”, “technology level” and “efficient innovation management” were considered as the most fundamental capabilities resulting in successful hybrid offerings in international markets. Alongside the multi-layer decision-making approach developed in this manuscript to analyse the internal capabilities roles in hybrid offering success towards international markets, to the best knowledge of the authors, the hesitant fuzzy approaches developed in this article have not been previously presented by any other scholar. A novel HFD approach has been designed for consensus amongst the experts under uncertain circumstances. Furthermore, a novel HFISM has been suggested and employed in this research to comprehend the relationship amongst the internal capabilities.Hybrid business offerings in small internationalisers: a mixed-method analysis of internal capabilities through hesitant fuzzy information
Hannan Amoozad Mahdiraji, Aliasghar Abbasi Kamardi, Vahid Jafari-Sadeghi, Seyed Hossein Razavi Hajiagha, Sylvaine Castellano
International Marketing Review, Vol. ahead-of-print, No. ahead-of-print, pp.-

In this research, the initial list of internal capabilities in small and medium-sized enterprises (SMEs) leading to success in international markets has been extracted. Then, the most relevant capabilities to international SMEs under servitisation and hybrid offerings have been screened. Next, the selected capabilities have been classified, and ultimately the relationship amongst the capabilities has been analysed. The conceptual model for SMEs participating in international markets with hybrid offerings has been illustrated.

A literature review has been employed to extract the initial list of internal capabilities to address the research objectives. Then, a novel hesitant fuzzy Delphi (HFD) method has been developed to select the most relevant capabilities for SMEs for hybrid offerings in international markets by using the experts opinions. Subsequently, a novel hesitant fuzzy interpretive structural modelling (HFISM) has been developed to classify the capabilities, design a level-based conceptual model and present the relationship amongst the prominent capabilities.

After the literature review, sixteen internal capabilities leading to success in the international market via hybrid offerings have been extracted. Then, eight selected capabilities were chosen for further investigation by applying 15 expert opinions and via the HFD approach. According to HFISM results, a level-based conceptual model was emanated, and “ability to take advantage of international opportunities”, “financial strength”, “technology level” and “efficient innovation management” were considered as the most fundamental capabilities resulting in successful hybrid offerings in international markets.

Alongside the multi-layer decision-making approach developed in this manuscript to analyse the internal capabilities roles in hybrid offering success towards international markets, to the best knowledge of the authors, the hesitant fuzzy approaches developed in this article have not been previously presented by any other scholar. A novel HFD approach has been designed for consensus amongst the experts under uncertain circumstances. Furthermore, a novel HFISM has been suggested and employed in this research to comprehend the relationship amongst the internal capabilities.

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Hybrid business offerings in small internationalisers: a mixed-method analysis of internal capabilities through hesitant fuzzy information10.1108/IMR-11-2021-0341International Marketing Review2023-12-15© 2023 Emerald Publishing LimitedHannan Amoozad MahdirajiAliasghar Abbasi KamardiVahid Jafari-SadeghiSeyed Hossein Razavi HajiaghaSylvaine CastellanoInternational Marketing Reviewahead-of-printahead-of-print2023-12-1510.1108/IMR-11-2021-0341https://www.emerald.com/insight/content/doi/10.1108/IMR-11-2021-0341/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2023 Emerald Publishing Limited
SMEs' regional diversification: dynamic patterns and home market institutional determinantshttps://www.emerald.com/insight/content/doi/10.1108/IMR-12-2021-0364/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThe authors seek to advance the understanding of small- and medium-sized enterprise (SME) internationalization at the regional level and examine the role of home market institutions in this process. The authors analyze hypotheses with data from SMEs in five country markets and from the Global Entrepreneurship Monitor. A cluster analysis establishes the regional diversification patterns (based on regional diversification scope, speed and rhythm) and a multinomial regression tests the effect of home market institutions on their adoption. The results offer a refined picture of SME regional diversification by revealing three patterns: intra-regionally focused firms, late inter-region diversifiers and early inter-region diversifiers. They also suggest that the adoption of these patterns is determined by SMEs' home market institutions. The authors develop a nuanced understanding of SME internationalization by building upon and expanding the regionalization rationale in the internationalization patterns literature. Additionally, the authors address the acknowledged, yet rarely investigated, country-level determinants of internationalization patterns.SMEs' regional diversification: dynamic patterns and home market institutional determinants
Wensong Bai, Mikael Hilmersson, Martin Johanson, Luis Oliveira
International Marketing Review, Vol. ahead-of-print, No. ahead-of-print, pp.-

The authors seek to advance the understanding of small- and medium-sized enterprise (SME) internationalization at the regional level and examine the role of home market institutions in this process.

The authors analyze hypotheses with data from SMEs in five country markets and from the Global Entrepreneurship Monitor. A cluster analysis establishes the regional diversification patterns (based on regional diversification scope, speed and rhythm) and a multinomial regression tests the effect of home market institutions on their adoption.

The results offer a refined picture of SME regional diversification by revealing three patterns: intra-regionally focused firms, late inter-region diversifiers and early inter-region diversifiers. They also suggest that the adoption of these patterns is determined by SMEs' home market institutions.

The authors develop a nuanced understanding of SME internationalization by building upon and expanding the regionalization rationale in the internationalization patterns literature. Additionally, the authors address the acknowledged, yet rarely investigated, country-level determinants of internationalization patterns.

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SMEs' regional diversification: dynamic patterns and home market institutional determinants10.1108/IMR-12-2021-0364International Marketing Review2023-11-14© 2023 Emerald Publishing LimitedWensong BaiMikael HilmerssonMartin JohansonLuis OliveiraInternational Marketing Reviewahead-of-printahead-of-print2023-11-1410.1108/IMR-12-2021-0364https://www.emerald.com/insight/content/doi/10.1108/IMR-12-2021-0364/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2023 Emerald Publishing Limited
Consumer response to the new normal: examining the role of anticipated recovery, smart governance and prosocial behavior in driving satisfactionhttps://www.emerald.com/insight/content/doi/10.1108/IMR-12-2021-0386/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestDrawing on the stimulus–organism–response framework, this study examined the environmental stimuli driving tourists' internal, or organismic, states. In addition, the authors investigated the association of the identified organismic variables with the response variables during the COVID-19 pandemic. Specifically, the study examined how the associations between tourists' anticipation of recovery and the national government's smart governance, on one hand, and tourists' desire to travel domestically, their attitude toward domestic travel and their willingness to exhibit prosocial behaviors, on the other, further drive the satisfaction they derive from domestic travel. The authors used an online questionnaire to collect self-report, single-wave data from individuals residing in India, an emerging market (N = 421). The findings demonstrate (1) the association of anticipated recovery on the desire to travel and prosocial behavior; (2) the association of smart governance on attitude (although negative); (3) the association of desire, attitude and prosocial behavior on satisfaction; and (4) the lack of any moderation effect for perceived severity. This study is the first empirical study to investigate the impact of tourists' perceptions and dispositions and the efficacy of the national government on tourists' desire to travel domestically and on their satisfaction with domestic travel. The findings can help emerging market multinationals and global brands engage better with domestic consumers in emerging markets within the context of the current pandemic. In addition, the findings can help to prepare these players to handle future disruptions caused by global health contingencies.Consumer response to the new normal: examining the role of anticipated recovery, smart governance and prosocial behavior in driving satisfaction
Amandeep Dhir, Arun Madanaguli, Fauzia Jabeen, Dorra Yahiaoui, Roberto Quaglia
International Marketing Review, Vol. ahead-of-print, No. ahead-of-print, pp.-

Drawing on the stimulus–organism–response framework, this study examined the environmental stimuli driving tourists' internal, or organismic, states. In addition, the authors investigated the association of the identified organismic variables with the response variables during the COVID-19 pandemic. Specifically, the study examined how the associations between tourists' anticipation of recovery and the national government's smart governance, on one hand, and tourists' desire to travel domestically, their attitude toward domestic travel and their willingness to exhibit prosocial behaviors, on the other, further drive the satisfaction they derive from domestic travel.

The authors used an online questionnaire to collect self-report, single-wave data from individuals residing in India, an emerging market (N = 421).

The findings demonstrate (1) the association of anticipated recovery on the desire to travel and prosocial behavior; (2) the association of smart governance on attitude (although negative); (3) the association of desire, attitude and prosocial behavior on satisfaction; and (4) the lack of any moderation effect for perceived severity.

This study is the first empirical study to investigate the impact of tourists' perceptions and dispositions and the efficacy of the national government on tourists' desire to travel domestically and on their satisfaction with domestic travel. The findings can help emerging market multinationals and global brands engage better with domestic consumers in emerging markets within the context of the current pandemic. In addition, the findings can help to prepare these players to handle future disruptions caused by global health contingencies.

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Consumer response to the new normal: examining the role of anticipated recovery, smart governance and prosocial behavior in driving satisfaction10.1108/IMR-12-2021-0386International Marketing Review2024-03-20© 2023 Emerald Publishing LimitedAmandeep DhirArun MadanaguliFauzia JabeenDorra YahiaouiRoberto QuagliaInternational Marketing Reviewahead-of-printahead-of-print2024-03-2010.1108/IMR-12-2021-0386https://www.emerald.com/insight/content/doi/10.1108/IMR-12-2021-0386/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2023 Emerald Publishing Limited